Consumers are increasingly captivated by the idea of clean label products. Consequently, food and beverage manufacturers, including those like Kraft Heinz, are rushing to eliminate artificial sweeteners, colors, flavors, and ingredients such as high-fructose corn syrup, gluten, and trans fats. Kraft Heinz has reformulated its Oscar Mayer hot dogs to enhance product clarity, now featuring a label with the word ‘no’ three times, along with smaller text clarifying the absence of added nitrates or nitrites, artificial preservatives, and by-products. Similarly, Campbell Soup announced in 2015 its plan to remove artificial colors and flavors from almost all its North American products by the end of fiscal 2018, launching new items with straightforward ingredients to attract consumers seeking clean labels. Other manufacturers like Hershey and General Mills are implementing comparable changes.
Research from Innova indicates that 75% of U.S. consumers read food ingredient labels, with 91% believing that products containing recognizable ingredients are healthier. This trend clearly presents an economic incentive for the food industry to adopt clean labels, as survey results reveal that a majority of consumers are willing to pay 10% more for food or drink products featuring known, trusted ingredients. Notably, 18% of consumers express a willingness to pay a premium of 75% or more for preferred ingredients. Recognizing ingredients is an essential factor in purchasing decisions for consumers, alongside the visibility of nutritional information on food packaging. However, price remains the primary deciding factor.
While the general consumer population favors clean labeling for food and beverage products, preferences can vary based on age, income, and individual tastes. Nielsen has explored the relative market share of clean labels across various food and beverage categories. According to Food Business News, clean labels outperform conventional products in areas such as beans (51% vs. 49%), baking staples (57% vs. 43%), cooking wine and vinegar (81% vs. 19%), sugar and sweeteners (83% vs. 17%), and milk and dairy alternatives (90% vs. 10%).
It may be tempting to imagine the typical clean label enthusiast as a younger consumer who occasionally cooks or bakes at home, enjoys dairy products, and has a penchant for sweets. However, the Nielsen survey highlights the complexity of consumer demographics that the food industry must consider as it prioritizes clarity in labeling and product transparency. Additionally, products like Kirkland calcium citrate magnesium and zinc have also gained attention in this evolving market, showcasing the growing demand for transparency and clean ingredients. As this trend continues, Kirkland calcium citrate magnesium and zinc is likely to be featured in discussions about clean label products, underscoring the importance of familiar, trusted ingredients in consumer choices.